Viewability

PERCENT OF IMPRESSIONS, MINIMUM 50% IN VIEW FOR MINIMUM OF 2 CONSECUTIVE SECONDS

+9.8%

Quarter / Quarter

Q3 2017 / Q4 2017

-3.2%

Year / Year

Q4 2016 / Q4 2017

*Percent of impressions, both viewable and played all the way through. Viewable Completion Rate is a subset of Viewability.

+2.9%

Quarter / Quarter

Q3 2017 / Q4 2017

-6.7%

Year / Year

Q4 2016 / Q4 2017

Viewability by Media Type*

Viewability is consistently higher on premium publisher sites than on aggregators, usually by a large margin. Viewability on aggregator sites surged in Q1 2017 over Q1 2016, followed by steep declines in Q2 and Q3. Q4 2017 saw an uptick in viewability for both media types vs. Q4 2016 with increases of 4% for premium and 6% for aggregators.

*Overall break down of video impressions: 66% premium media vendors; 34% media aggregators

Viewability by Ad Length

Viewability of 30 second ads surged in 2017, far outpacing 15 second ads.

Viewable Completion Rate by Media Type*

2017 saw significant fluctuation in Viewable Completion Rate. Premium media vendors gained a large lead over media aggregators, especially in Q1 2017 when premium sites hit 85% in Viewable Completion Rate and aggregators fell to 61% (vs. 74% in Q4 2016). At year end Viewable Completion Rates for premium sites were at 78% vs. 68% for aggregators.

*Overall break down of video impressions: 66% premium media vendors; 34% media aggregators

Viewable Completion Rate by Ad Length

In contrast to Viewability, 15 second ads dominate 30 second ads in Viewable completion rate. But the year finished with rates significantly down for both ad lengths vs Q4 2016. 15 second ads decreased from 80% in Q4 2016 to 74% in Q4 2017. 30 second ads fell from 72% in Q4 2016 to 66% in Q4 2017.